Andrea Syverson
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at asyverson@ierpartners.com.
I Dare You: Create a Brand Challenge!
Performance Marketing
Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good and well-intentioned! Challenging ourselves to reflect, relook and rethink why [...]
Take Heart: Send a Brand Valentine!
Performance Marketing
'Tis the season for valentines. What makes me smile in my professional life is finding companies that foster an intentional and caring attitude towards their employees all year long. Of [...]
Redefining the Art of Minding Your Ps and Qs
Performance Marketing
You know hospitality when you feel it, or as officially defined by dictionary.com it's "the quality or disposition of receiving and treating guests and strangers in a warm, friendly, generous [...]
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Performance Marketing
Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I have three more verbs to share with you for your [...]
Amaze and Respect: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 1
Performance Marketing
No doubt your strategic plan has powerful verbs in it already: verbs like activate (previous customers), entice (new customers), cross-promote (merchandise across channels), engage (customers with content) and increase (profitability). [...]
Is It Time for a True Goodbye?
Performance Marketing
As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations to learn from the past and then also to let [...]
Season’s Greetings!
Performance Marketing
Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers and a beachy attitude (even here in the midst of [...]
Linger Longer: A Branding Imperative
Performance Marketing
"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry James. I couldn't agree more. I just love summer. Summer [...]
Make Brand Waves This Summer!
Performance Marketing
A recent Sperry Top-Sider ad caught my attention. In five sentences, the brand story of Sperry Top-Sider was succinctly and engagingly told. I believe it also unpacks two important lessons [...]
At Your Service! Really!
Performance Marketing
I had to meet a friend unexpectedly at the hospital the other day. As you would expect, my mind was racing with all sorts of "what ifs." I was wondering [...]